A qualitative study on health behavior of aesthetic surgery patients and patient-physician relationship.

Intrigued by developments in aesthetic surgery and minimally invasive applications, and an accompanying increase in demand for these procedures, this study attempts to understand patients' decision-making processes by employing the affect-behavior-cognition (ABC) model. Affect stands for the feelings, whereas behavior stands for patient behavior towards the surgery and the physician, and the cognition stands for related thoughts. The assumption in this paper is that patients with different physical, social, and psychological 'needs' have different orientations towards the specific service and toward the physician. Qualitative data collection methods are employed to understand underlying thoughts and feelings. Interviews are conducted with 30 different individuals. Results indicate three groups of patients who follow different processes, specifically CAB (patients with physical problems), CBA (patients without major health concerns), and ABC (patients of minimally invasive procedures). The study also points out, with a conclusive analytical framework, that these patients can be treated as patient-consumers in order for a mutually satisfying, doctor-patient relationship. [ABSTRACT FROM AUTHOR]